In order to increase competitiveness in a rapidly changing business environment, companies must pursue collaborative relationships, away from transactional relationships, and respond to changing circumstances in which all members of the value chain pa ...
In order to increase competitiveness in a rapidly changing business environment, companies must pursue collaborative relationships, away from transactional relationships, and respond to changing circumstances in which all members of the value chain participate. The starting point for this process is to analyze the customer. To maintain effective collaboration with customers in these environments, companies must continue to pay attention to the changing business environment. Improving capacity and performance is critical to the continued growth and survival for small and medium-sized suppliers. The purpose of this study is to identify ways to increase the performance of SMEs through customer orientation, which is based on marketing capabilities and collaboration capability, which is one of the most important business practices. Through research, we can see that the role of customer orientation is very important in the increase of competency in small and medium suppliers (SMS). This is because it improves the ability to meet customer needs by effectively restructuring resources of SMS based on customer orientation. In addition, high production capacity and dedicated investment means that the company's product performance improves, which ultimately leads to higher market efficiency (revenue, profit, and market share). However, even if the collaborative learning of small and medium suppliers is high, it does not lead to the company's product performance. The results of this study show that it is essential to understand the needs and demands of customers in the B2B industry as well as B2C. However, small and medium suppliers are lacking in resources and capabilities, so it is necessary to explore the optimal structure between customer orientation and collaboration capabilities. In addition, three additional studies were carried out in the field related to the original study. First, we conducted a study to find out a comprehensive understanding of the strategic orientation of SMS, the organizational market learning, and the role of organizational capabilities in SMS performance. SMS requires right strategic direction in that it is highly dependent on individual employees and suffers from highly volatile demand due to the whip effect. But, there is no research on organizational market learning and strategic direction applicable to the B2B market. For this reason, in this study, the relationships between each variable were investigated in order to gain a comprehensive understanding of the strategic orientation, organizational market learning, and organizational capacity of SMS in the B2B market. The second additional study focuses on active market orientation, technology capability, and marketing capability in order to find out the factors that lead strategic relationship of SMS. SMS concentrates on a long-term relationship with a few companies. However, due to the sudden changes in the market environment, building a relationship with a new customer plays an important role for SMS to survive, we tried to identify the internal resources of SMS that will help to make strategic decision-making decisions about whether to choose new customers or current customers. With the results, we found out the internal resources of the company, which enables strategic decision making such as market orientation, technology capability, marketing capability, and also the relationships among the factors to affect strategic decision making. The third is a study on the relationship between customer orientation and some factors affecting the introduction of successful eco-friendly management. It is necessary to identify the drivers and influences of introducing eco-friendly management from the perspective of SMEs, which account for most companies and they hire lots of people in economy. The purpose of this study is to analyze the factors that drive the eco–friendly management and the corporate performance on the firm based on customer orientation, recognition of eco – friendly management and corporate competence.
The purpose of this study is to analyze the factors that drive the eco - friendly management and its effect of corporate performance based on customer orientation, recognition of eco – friendly management and corporate capability.
The results of the above four studies are as follows.
First, you can see the importance of SMS marketing capabilities. Even though, it is SMS in the B2B industry, it shows that it should have a customer orientation in order to identify needs of customers and satisfy them.
Second, we need to explore the optimal structure of customer orientation and collaboration capacity within the SMS organization. In order to improve the corporate performance and competitiveness, SMS needs to find the optimal structural relationship between customer orientation and collaboration capacity because of the difficulty in securing the necessary resources and capability due to the smallness of SMS.
Third, we can confirm the strategic orientation and organizational market learning for enhancing organizational capacity of SMS. Through strategic orientation and organizational market learning, it is shown that SMS can utilize scarce resources efficiently and efficiently to strengthen organizational capacity and thereby improve corporate performance.
Fourth, we confirmed the strategic orientation and the importance of organizational market learning for enhancing organizational capacity of SMS. Through strategic orientation and organizational market learning, it is shown that SMS can utilize scarce resources efficiently and efficiently to strengthen organizational capacity and thereby improve corporate performance.
Fifth, we were able to identify the relationship and influence between technical competence and marketing capability of SMS and strategic relationship behavior towards customer retention and acquisition of new customers. This study investigates the relationship between the roles of proactive market orientation, technology capability, and marketing capability as the internal resources of the company that enables such decision making. It shows that both capabilities directly or indirectly affect new customer acquisition and main customer retention.
Sixth, we found that marketing capability (customer orientation) is important for SMS to introduce eco-friendly management. SMS, which is highly customer-oriented, demonstrates that it can effectively and efficiently utilize resources to meet customers' eco-friendly needs and, as a result, enhance their capabilities and business performance.
Four papers can be published in internationally renowned journals with the results of the research. Also, based on the results of the present study, our research team published one book on improving competitiveness of SMS in October, 2017.